Category Archives: advertising

Trade tensions will wipe away consumers day fears – Shaun Rein

Foreign companies would watch in fear media campaigns at China’s consumers day in the past. But this Thursday, consumer day will be a backdrop for upcoming months of tensions, now a trade war is looming, says business analyst Shaun Rein, author of The War for China’s Wallet: Profiting from the New World Order to Bloomberg.

A booming “she economy” – Ben Cavender

Milleniums, especially women, are key for consumer spendings, says retail analyst Ben Cavender at Reuters on Women’s Day. Companies went all out to attract the female buyers, he says.

Lifting branding to a new level – Tom Doctoroff

Deep insight in consumer behaviour is what marketing should offer, writes branding guru Tom Doctoroff, author of What Chinese Want: Culture, Communism, and China’s Modern Consumer, on his LinkedIn page. Cluttering that insight with “exaggerated faith in algorithms, programmatic efficacy and hyper-personalization,” is not helpful he adds. And: “Insights are not observations.”

How to brand your message in China – Tom Doctoroff

Stability and tradition in China are much stronger over the generations than many outsiders assume, marketing guru Tom Doctoroff, author of What Chinese Want: Culture, Communism, and China’s Modern Consumer, argues in this video clip for Amcham. Tensions between generations do exist in China too, but they are different from those elsewhere in the world, he argues.

“Star Wars” lacks cult following in China – Ben Cavender

While many movie watchers even get fussy feelings when they hear the words “Star War”, China is lacking such a cult following, explains branding expert Ben Cavender to CNBC. Movies that would be a hit elsewhere in the world, are just not working in China, he says.

The golden rules of marketing in China – Tom Doctoroff

Brand expert, Prophet senior partner and ex-JWT veteran Tom Doctoroff unveiled “three golden rules for marketing in China” at Mumbrella360 Asia.  Doctoroff said brands need to understand the Confucian “tension” between climbing social hierarchy and protecting oneself from social or economic failure.

Brands should stress individuality – Ben Cavender

Gone are the days when China’s consumers formed herds for their purchases. Whether is is for jewelry or trips abroad stressing individuality of consumers if key to be successful as a brand, says branding expert Ben Cavender to the China Daily.

The upcoming cold war in the Internet – William Bao Bean

Key players in the US and China have profoundly different ways to expand, says William Bao Bean, managing director of Chinaccelerator to the Harbinger China. Those major player changed the playing field profoundly, also for startups.

Baidu has been attacked unfairly – Kaiser Kuo

Internet giant Baidu has been under attack by Chinese internet users for medical ads. Former Baidu communication director Kaiser Kuo, defends his former company and says criticism has been unfair. Main Baidu problem: failing sales, he tells TechNode.

Does Alibaba’s merchandise deal with Pokemon makes sense? – Shaun Rein/Jeffrey Towson

Alibaba Pictures has expanded its merchandise market with a new deal for the successful Japanese Pokemon. But experts differ on the question such a more makes sense for Alibaba Pictures. A diversion from its core business, says business analyst Shaun Rein. But Beidu business professor Jeffrey Towson lauds the effort for a comprehensive approach of the total value chain, he tells the 6th Tone.